Just in case you've somehow missed this - Coke has launched a fantastic new advert set in a GTA-style environment. In the thirty second segment, created by advertising agency, Wieden & Kennedy, a rough-looking character is seen pulling a passing motorist from his vehicle - but instead of stealing the car, the Tommy Vercetti look-alike simply hands over a Coke before carrying out a series of other good deeds while a song called 'Give A Little Love' builds to an overblown stage show crescendo in the background.
It's a beautifully produced piece of faux-machinima, expertly capturing, and then gently parodying, elements of Rockstar's smash hit gangsta series. The ad is also an indication of how the GTA brand has secured itself a place in the mainstream consciousness - a feat that is not guaranteed merely by selling millions of copies.
It's certainly an enourmous step-up from the tiresome Lucozade/Lara Croft campaign from a few years ago.
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